stop lying to your customers
Post on 09-Apr-2017
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Stop lying to your customers (and prospects)!
Marketing in the age of authenticity
Gina Balarin
Senior Marketing Director, OmPrompt
@GBalarin
@OmPrompt
#B2BSummit16
1) We live in the era of authenticity: believe it.
2) What is our job, really?
3) We’re all in it together.
4) Lying doesn’t work – here’s why.
5) Trustworthy content is king.
6) Use your customers.
Marketing through the ‘ages’
1970s 50/60s 1990s 1980s 2010 2000 2015
@GBalarin @OmPrompt #B2BSummit16
Broadcast Direct Digital Inbound Emotional
An evolution of marketing
Authentic
@GBalarin @OmPrompt #B2BSummit16
The age of spin is over.
The era of authenticity has begun.
Our customers expect – nay – demand the truth.
And it’s our job as marketers to give it to them.
Or is it?
@GBalarin @OmPrompt #B2BSummit16
What is a marketer’s ‘job’, really?
- To ‘market’?
- To ‘sell’?
- To ‘tell stories’?
- To lie?
asetaet
- To lie?
@GBalarin @OmPrompt #B2BSummit16
Customers are the life-blood of our business
Source:
Ian J. Golding. Research, 2016
“67% of organisations are not
actually acting / behaving in a
customer-centric manner.”
http://www.ijgolding.com/2016/06/14/customer-experience-commitment-2016-customer-centricity-research-findings/
@GBalarin @OmPrompt #B2BSummit16
http://www.providesupport.com/blog/cost-poor-customer-service/
What happens after poor customer experience?
- 52% will tell friends and family about the experience
- 40% will cease doing business with the company.
Why is this so important?
- It’s all about people and TRUST.
- People trust friends and family more… They pay 2x more attention to
recommendations. (Source: Mckinsey, 2010)
- Referral leads convert roughly 30% better than leads generated from other
marketing channels. (Source: Tony Nissen, R&G Technologies, 2013)
@GBalarin @OmPrompt #B2BSummit16
B2B buying is emotional
http://www.executiveboard.com/exbd-resources/content/b2b-emotion/pdf/promotion-emotion-whitepaper-full.pdf
Dissatisfied customers can be your best advocates!
Philip Kotler’s Ladder of Loyalty
ADVOCATE
CLIENT
CUSTOMER
PROSPECT
SUSPECT
*
* Have backup advocates.
Trustworthy content helps sales
- Makes you findable
- Makes services ‘real’ / tangible
- Complements / substitutes
reference calls / visits
- Makes you trustworthy.
Image source: http://www.socialmediamktg.it/2014/08/content-is-king-of-social-marketing.html
How marketers can help ‘turn the tables’
Understanding (of your product / service AND
customers’ needs)
→ Commercial
Insight
→ Trust
→ Willingness to buy.
Authentic stories are essential to commercial insight
Find opportunities for customers to communicate - Bring customers together and learn from them (and from each other)
- Build customer insights into marketing – and beyond!
Talk to and learn from your prospects - Learn from prospects why you won – or, more importantly, lost a deal
- Develop or improve things that make your product/service ‘real’
(e.g. customisable demos, industry-specific case studies).
Truth is stranger than fiction
https://www.omprompt.com/executive-briefing-arla-foods-claims-management
“We can quote statistics…
but people buy with their heart,
not with their calculator”.
- Simon Granger, CFO, OmPrompt
How to find (and use) the truth to win campaign
investment and influence budgets
- What are your NUMBERS telling you?
- What are you CUSTOMERS telling you?
- What is your EXPERIENCE telling you?
- What is your GUT telling you?
PROSPECTS
- Talk to and learn from your prospects.
- Store info about why they are buying, initially.
CUSTOMERS
- Trust your inner moral compass and your nose.
- Find opportunities to communicate with customers.
- Keep your advocates happy.
- Keep records of satisfaction.
- Get numbers: from customers and project results.
- Remember: bad experiences can be positive.
- Reduce risk: engage more than 1 or 2 contacts per account.
Takeaways:
48% reduction
in staff costs
M £4.5 reduction
in write-offs
Get in touch
Senior Marketing Director
OmPrompt Ltd.
Gina Balarin
@GBalarin
https://uk.linkedin.com/in/ginabalarin
https://www.omprompt.com
@OmPrompt
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